The Closeup Relaunch Campaign
THE BRIEF: Get 16-25 year olds, LSM 7+, to associate Closeup with classic love or feeling kilig* by enticing them with the brand's confidence-boosting fresh breath to help them get closer to others. Coming from a state of crisis**, this relaunch campaign is meant to bring the brand back to its core values.
THE INSIGHT: Fate has its way to get us closer, and just a smile can make that happen.
THE IDEA: Get closer with fresh breath. #GetCloserWithCloseup
THE EXECUTION: The team decided on a new take to the tried-and-tested Closeup formula: getting closer to that special someone over great music & a smile.
A classic Closeup song
"Just A Smile" by Barbie Almalbis was a song well-associated with Closeup back in the 90's. The team decided to root the campaign to something nostalgic and familiar to the target market.
A meet-cute, digital video
Bringing together one of the top-trending love teams, Elmo Magalona & Janella Salvador aka #ElNella, the video would capture them meeting and getting closer. The original "Just A Smile" instrumental was used as the soundtrack for the video.
A music video
With the launch of the digital video, the team needed another hero material to sustain the relaunch campaign. We decided to put together the classic "Just A Smile" song with a band that has evolved through its 15 years of existence: Up Dharma Down or UDD.
We tasked them to do a modern remake of the song. Once completed, we filmed the music video and interspersed its scenes to the digital video, as if it were part of it the entire time. It allowed us to maximize the project's budget, as well as be creative in seamlessly stitching both the digital video and music video scenes.
A live performance
Up Dharma Down further promoted the #GetCloserWithCloseup campaign by performing live on digital: Facebook and YouTube live videos ran simultaneously, expanding the performance's reach.
A strong support system
The team also produced supporting content for the campaign: Pocket TVC 16s, Behind-the-scenes videos, Instagram takeovers, and Influencer-led posts.
THE RESULTS: A total of 7.48 Million Views and over 414,000 Interactions across all main videos. More importantly, the association of the brand shifted from partying to the classic Closeup formula: getting closer to that special someone.
MY ROLE: I worked as the Copywriter for the entire campaign. I presented the Pitch Deck, crafted the copy for all digital materials, and organized a customized content plan (Facebook, Twitter, Instagram, Spotify Ads) made especially for the relaunch campaign.
*Kilig is the sudden feeling of inexplicable joy one gets when something romantic or idealistic occurs. It can be similar to the feeling of 'butterflies in one's stomach'.
**Early in 2017, Closeup's much-awaited annual music festival ended in five tragic narcotic-related deaths. This led to the brand immediately stopping all current campaigns.
DIGITAL VIDEO also aired as a TVC
MUSIC VIDEO featuring Up Dharma Down
CLASSIC CLOSEUP SONG
FACEBOOK & YOUTUBE LIVE PERFORMANCE
SUPPORTING CONTENT (BTS, Pocket TVC, Pocket Music Video, Instagram Takeover, and Influencer Posts)
SOCIAL & INFLUENCER CONTENT
